On the heels of the Emmy Awards and the opening of Advertising Week I felt compelled to write a post for discussion.
I’m truly off-put by our industry's inability to be proponents of advertising. I’m tired of reading headlines (in what are considered relatively respected trades) like “Why Mobile Advertising Sucks” or “The Death of the Banner” or ”Does the Mobile Banner Have a Future?” You know who you are.
We must propagate the benefits of advertising. Our industry must inform and educate our industry on what’s moving advertising forward. Yet there’s a certain contingent in the market that feels the need to continually bad-mouth the ad business.
Lets start with two irrefutable facts about media (media today is defined as content, apps and services):
1) Either a consumer pays to consume content, or…
2) Someone else does – known in most instances as “advertisers.”
It is that simple.
Furthermore, just take a look at Facebook, Twitter, Foursquare, LinkedIn, Rovio, etc. etc. etc. Every single one is looking to display and video advertising as the primary driver to monetize their business. Heck, Pandora has become…RADIO with ads and all.
Let’s take this a step further; Yahoo, in the golden days of Wenda Millard was all about brand advertising and the power of the medium to convey a message creatively and effectively. Oh, and for those who still have negative things to say about Yahoo, it’s still consistently one of the top three most visited sites in the world.
While the ability to quantify advertising has increased exponentially, display advertising whether it be a 30 second TV commercial, a print ad, a billboard or yes, a banner ad are the foundational tools for marketers to convey a message and connect with consumers.
Display advertising is what allows professional content producers (content includes apps, TV shows, etc.) to make money. They are the fuel that allows content producers to create. This is the value exchange.
So if you’re in the business of covering advertising, producing professional content, creating apps or in the ad business itself, ask yourself one question; “how do I get paid?” I’m sure if you dig deep enough you’ll find a big portion of your paycheck is something called advertising.
And to all those banner haters, enough.